Contrary to what those who know me personally may think, I do like college football — especially my USF Bulls and the Gators from childhood. I don't however though like that every year the biggest sports day of the year falls on or near my birthday. Talk about a dichotomy! I'm always aware of the Super Bowl and it's coverage, as I successfully try to plan my annual celebration of drinks, shopping and showtunes around the hyper-masculine festivities of food, football and friends.
Needless to say, the past few days I've been closely following the story of CBS's decision to largely approve conservative advocacy group Focus on the Family's (with its typically audience polarizing leader Dr. James Dobson) ad for the Super Bowl with UF star quarterback Tim Tebow. CBS came under fire from LGBT organizations and women's advocacy groups because many believe the ad will advocate pro-life beliefs, as Tebow's mother ignored doctors' recommendations to abort her pregnancy despite having contracted a serious infection.
While a definite proponent of the first amendment (we couldn't have the Out Front Blog without it), a marketplace of multiple and at times conflicting opinions, and the UF Gators, this issue gets stickier because in 2004 CBS denied the United Church of Christ's advertisement on tolerance, which included visual nods to gay couples, interracial couples and other marginalized communities.
Until today, CBS had been quiet on the issueand one LGBT blog noted Tebow's comments on always standing up for what he believes in. Today though CBS told the Los Angeles Times that it had eased the restrictions on advocacy ads, allowing those that are "responsibly produced." The network also noted that they would allow other advocacy groups to purchase the few remaining $2.5 million and $2.8 million ad spots if interested.
Only February 7 will tell whether Focus on the Family's ad with Tebow is responsible — both in it's production and message. We definitely will cover the ads, and who got things right and wrong from an LGBT communications perspective here on the blog. However, the stories and actions thus far raise some critical communication questions:
- Is the United Church of Christ ad (seen here) from six years ago produced responsibly? I think so, as it's addressing tolerance — and not just for a particular marginalized group. So why then was this ad denied then and Focus on the Family's yet-to-be-seen ad accepted today?
- Was the ease in CBS's restrictions communicated broadly to all organizations in advance of this year's game? If not, why so and how did Focus on the Family hear about the news?
- What message is Focus on the Family sending to its employees who were laid off this past year due to financial issues when it purchases a Super Bowl ad with a top sports athlete spokesperson? The organization has stated the ad is made possible from significant donations separate from its operating fund.
- Finally, is the Super Bowl a place for advocacy or politically-charged advertisements? I really like CBS Sports Columnist Gregg Doyel's column last week on the topic.
I guess if we're moving to this new era of Super Bowl ads, I hope LGBT advocacy organizations consider, and if appropriate, purchase an ad to get our messages out in front of a large audience. What are your thoughts? Do you agree with Doyel? Do you not care and just want to see the game? Let us know in the comments below.
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